Greenvale has placed a series of light-hearted consumer magazine ads as part of its million-pound spend to promote its GreenVale Farm Fresh brand.

The ads are running from this week in foodie and women's glossy titles such as BBC Good Food, Delicious, Heat, Good Housekeeping and Grazia.

The campaign, created by the Aesop agency, features such headlines as 'Our tasty potatoes last longer in the sack... stop smiling, we know what you're thinking.' The series aims to highlight the brand's taste credentials and 'fresher for longer' paper packaging.

Another advert states: 'To make our potatoes last longer, we use a preservative. It's called paper', while a third, aimed at women's magazines, describes the product as 'this season's new bag'.

Greenvale's head of marketing, Leon Mundey, said: “The strapline in the ads ‘Tasty potatoes that stay tasty’ sums up what the brand delivers to consumers and the executions were developed to communicate this in a fresh, simple and hopefully memorable way.

“We have seen from our first year in store that GreenVale Farm Fresh is adding real value to the potato category and this campaign will help to spread the word even further.”

The ads are being backed by PR, online and CRM activity as well as in-store work with Tesco and Booths.

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